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Where do you get inspiration for online social features? One approach is to copy or offer a variation on something someone else has already created. But this approach lacks vision and often results in ‘me-too’ applications. A better approach is to look at real-world social interactions, and then translate these into online social features. And where better to observe these interactions than someplace like the mall, college campus, or conference? We’ll spend the first half of this presentation looking at some different ways that natural human and social behaviors have guided product development— and ‘filled the well’ with original new feature requests. Then, we’ll apply this approach in a workshop type environment to generate some of our own innovative social media ideas.
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We’re connected. Now what? Turning Real Life Behaviors into Social Features.
Some random thoughts from
Stephen P. Anderson
Humans are fascinating.
And we do many curious things.
1.Find a partner.
2.Identify 5 interesting social behaviors
Small GroupActivity
Small GroupActivity
think about meeting new people, how friendships are formed, group dynamics, stories we create, how opinions are formed, how we respond to different
environments, what we expect in different contexts, what earns respect, things we value, things we
frown upon, why we act certain ways, etc.
｀5 interesting social behaviors’
Thoughts?
Making good human observations is difficult, for some (many?) of us.
I’m a Designer.
How do you
create a web
app or site that
truly delights
people?
Meaningful
Pleasurable
Convenient
Usable
Reliable
Functional (Useful)
Focused on
Experiences(People, Activities, Context)
Focused on
Tasks(Products, Features)
SUBJECTIVE / QUALITATIVE
OBJECTIVE / QUANTIFIABLE
Has personal significance
Memorable experience worth sharing
Super easy to use, works like I think
Can be used without di!culty
Is available and accurate
Works as programmed
THIS IS THE “CHASM” THAT IS REALLY, REALLY HARD FOR ORGANIZATIONS TO CROSS
Meaningful
Pleasurable
Convenient
Has personal significance
Memorable experience worth sharing
Super easy to use, works like I think
THIS IS THE “CHASM” HARD FO
Meaningful
Pleasurable
Convenient
Has personal significance
Memorable experience worth sharing
Super easy to use, works like I think
THIS IS THE “CHASM” HARD FO
Less about design as outcome (UI)
More about design features that tap into
human behaviors, beliefs, and motivations
t o p i c :
Real-world observations about activities, behaviors, and motivations are the BEST source of inspiration for
new social media features.
“rewards / levels”
http://headrush.typepad.com/creating_passionate_users/2005/01/crafting_a_user.html
qwogfn
The best social media features/sites are rooted in natural human behaviors
Is this going to be a
Presentation?‘DUH!’
Not only do I think it is an interesting topic, but I think it is the *only* topic. Turning real life behaviors into social features is what this is all about.
Joshua Porter www.bokardo.com
Why?
These are powerful motivators.
We learn how to do NEW things based on what we already know.
These observations provide a broad platform for product extensions and
business innovation.
Big Ideas, 2003.
(c. 2003)
Building A Social Network
“friendster + craigslist + everyone’s connected”
“friendster + craigslist + everyone’s connected”
A COMMON (AND RESTRICTIVE)
APPROACH TO PRODUCT DEVELOPMENT
“friendster + craigslist + everyone’s connected”
A COMMON (AND RESTRICTIVE)
APPROACH TO PRODUCT DEVELOPMENT
we proceeded a bit differently...
“commotion”http://flickr.com/photos/rinux/155534540/
“commotion”
“access: window shopping”http://flickr.com/photos/bjenright/482234869/
“access: visiting”http://flickr.com/photos/acidcookie/261808430/
“identity”http://flickr.com/photos/distinguish/98517600/
“first impressions”
“self-disclosure”
http://flickr.com/photos/powerbooktrance/266525506/
http://flickr.com/photos/georgholzer/739686652/
http://flickr.com/photos/joshb/189568624/
“self-expression”
http://flickr.com/photos/m
odern_nomad/13531713
24/
http://flickr.com/photos/janekm/217200767/
http://flickr.com/photos/ksawyer/449093831/
http://search.creativecommons.org/?q=window+shopping&sourceid=Mozilla-search#
“advertising as non-intrusive”
http://search.creativecommons.org/?q=window+shopping&sourceid=Mozilla-search#
“advertising as non-intrusive”
http://flickr.com/photos/thevoicewithin/1276763134/
“advertising as non-intrusive”
We captured ‘6 Big Ideas’Big Idea #1 Self-Expression as a core part of the brand identity
Big Idea #2 Quality vs Quantity as a differentiated brand attribute
(idea of Link or Network Strength)
Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else)
Big Idea #4 “Profiles” – not just for individuals
Big Idea #5 Visitors having a large degree of access to the site
(as opposed to a managed tour of the site)
Big Idea #6 “Commotion” related to behavior/high-interest activities
We captured ‘6 Big Ideas’Big Idea #1 Self-Expression as a core part of the brand identity
Big Idea #2 Quality vs Quantity as a differentiated brand attribute
(idea of Link or Network Strength)
Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else)
Big Idea #4 “Profiles” – not just for individuals
Big Idea #5 Visitors having a large degree of access to the site
(as opposed to a managed tour of the site)
Big Idea #6 “Commotion” related to behavior/high-interest activities
1. specific enough to keep you focused
We captured ‘6 Big Ideas’Big Idea #1 Self-Expression as a core part of the brand identity
Big Idea #2 Quality vs Quantity as a differentiated brand attribute
(idea of Link or Network Strength)
Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else)
Big Idea #4 “Profiles” – not just for individuals
Big Idea #5 Visitors having a large degree of access to the site
(as opposed to a managed tour of the site)
Big Idea #6 “Commotion” related to behavior/high-interest activities
1. specific enough to keep you focused
2. general enough that you could imagine features from these ideas for years to come
We captured ‘6 Big Ideas’Big Idea #1 Self-Expression as a core part of the brand identity
Big Idea #2 Quality vs Quantity as a differentiated brand attribute
(idea of Link or Network Strength)
Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else)
Big Idea #4 “Profiles” – not just for individuals
Big Idea #5 Visitors having a large degree of access to the site
(as opposed to a managed tour of the site)
Big Idea #6 “Commotion” related to behavior/high-interest activities
1. specific enough to keep you focused
But more importantly,
2. general enough that you could imagine features from these ideas for years to come
We captured ‘6 Big Ideas’Big Idea #1 Self-Expression as a core part of the brand identity
Big Idea #2 Quality vs Quantity as a differentiated brand attribute
(idea of Link or Network Strength)
Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else)
Big Idea #4 “Profiles” – not just for individuals
Big Idea #5 Visitors having a large degree of access to the site
(as opposed to a managed tour of the site)
Big Idea #6 “Commotion” related to behavior/high-interest activities
1. specific enough to keep you focused
3. rooted in real-world human behaviors
But more importantly,
2. general enough that you could imagine features from these ideas for years to come
We captured ‘6 Big Ideas’Big Idea #1 Self-Expression as a core part of the brand identity
Big Idea #2 Quality vs Quantity as a differentiated brand attribute
(idea of Link or Network Strength)
Big Idea #3 Advertising as non-intrusive (advertisers get a profile, like everyone else)
Big Idea #4 “Profiles” – not just for individuals
Big Idea #5 Visitors having a large degree of access to the site
(as opposed to a managed tour of the site)
Big Idea #6 “Commotion” related to behavior/high-interest activities
1. specific enough to keep you focused
3. rooted in real-world human behaviors
But more importantly,
2. general enough that you could imagine features from these ideas for years to come
4. provided a original vision for the company
Ideas, realized
“self-expression”
aesthetic functional
Which one are you more likely to view? Why?
“commotion”
“exclusivity”
“levels”
“recognition”
“recognition”
“curiosity”
“narrative”
“narrative”
“narrative”
“prizes / collections”http://flickr.com/photos/larina/160827981/
Ideas, PLanned.
Search Results
Search Input
Typical Search Engine:
Search Input
Searching with Viewzi
View Mix
Search Results
Search Input
Typical Search Engine:
Search Input
Searching with Viewzi
View Mix
Search Results
Search Input
Typical Search Engine:
Search Input
Searching with Viewzi
View Mix
Search Results Results View
Search Input
Typical Search Engine:
Search Input
Searching with Viewzi
View Mix
Search Results Results View Results View Results View Results View
Search Input
Typical Search Engine:
serendipity, curiosity, recognition, and more!
Big Ideas, freefor the taking.
“network strength”http://flickr.com/photos/elevated/32694938/
ME FRIEND
Quantity: How many friends do you have?
Quality: Tell me about this relationship?
http://www.docuverse.com/blog/-/alias/donpark/6080f857-4784-4679-8e41-c6881ed933ce
FRIEND
FRIEND
FRIEND
FRIEND
ME
FRIEND
FRIEND
FRIEND
FRIEND
What about...strength of friendship
shared interestslikes/dislikes
frequency of communicationdifferent circles of friends
friends vs followersetc.
FRIEND
FRIEND
FRIEND
FRIEND
ME
FRIEND
FRIEND
FRIEND
FRIEND
What about...strength of friendship
shared interestslikes/dislikes
frequency of communicationdifferent circles of friends
friends vs followersetc.
How do we cultivate deep friendships online?
Other ideas, even more vague...
“serendipity”http://flickr.com/photos/chuckbiscuito/1553684530/
“social shopping”http://flickr.com/photos/xiaming/79139461/
play, as a way of making friends?http://flickr.com/photos/christopherl/133532431/
features based on personality types?
Full Circle ‘round
1.Get with your partner.
2.Convert 1 of your identified observations into an online feature...
Small GroupActivity
Small GroupActivity
Convert 1 of your observations into an idea for a social site or feature
Now What?
qwogfn
The best social media features/sites are rooted in natural human behaviors
5 Sources of Observations:
human behaviorobservations on
Any books that make
Children
Psychology
Bounded Rationality
Buffer effect of Social Support
Bystander effect
- C -
Cannon-Bard Theory of Emotion
Cautious Shift see Risky Shift Phenomenon
Central Route see Elaboration Likelihood Model
Certainty Effect
Charismatic Terms see Ultimate Terms
Choice Shift see Risky Shift Phenomenon
Choice-supportive bias
Choice Theory see Control Theory
Classical Conditioning
Clustering Illusion
Coercion
Cognitive Appraisal Theories of Emotion
Cognitive Dissonance
Cognitive Evalution Theory
Commitment
Communication Accommodation Theory
Compensation
Confirmation Bias
Conjunction Fallacy
Consistency Theory
Constructivism
Contact Hypothesis
Control Theory
http://bokardo.com/archives/psychology-of-social-design-talk/
‘fish out of water’ movies
(no, seriously!)
(and of course, observation)
http://flickr.com/photos/saturnism/132805092/
TAKEAWAY...?
1. Identify the existing activity, behavior, or motivation
2.Ask "is this already being supported in software"?
3. If it is supported, assess how well it is being supported and look for holes.
4. If not supported, ask "Can it be?".
5. If it can, or you think it can, build it.
Thanks, Joshua! www.bokardo.com (Joshua Porter shared these thoughts with me via email)
Thanks!
MY PERSONAL SITEME
THE BEST WAY TO REACH ME
Stephen P. Anderson / www.poetpainter.com
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